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Original scientific paper

https://doi.org/10.20867/thm.31.1.1

Sustainable practices as a driver of brand value and satisfaction: is it the same for all guests?

Antonio Marín-García ; University of Valencia Department of Marketing and Market Research *
Mihaela Simona Moise ; University of Valencia Department of Marketing and Market Research
Mariia Bordian orcid id orcid.org/0000-0002-5505-0780 ; Universitat de València POLIBIENESTAR Research Institute
Irene Gil-Saura ; Universitat de València POLIBIENESTAR Research Institute

* Corresponding author.


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Abstract

Purpose – This study examines the influence of Integrated Marketing Communication (IMC)
for sustainability on sustainable practices within the hotel sector, and its impact on brand equity
and guest satisfaction. It further assesses the moderating effect of guests’ generational cohorts.
Methodology/Design/Approach – Employing a quantitative approach, the research analyzes
data from 280 guests at Spanish hotels using Partial Least Squares (PLS) regression.
Findings – Findings highlight the significance of IMC for sustainability in driving sustainable
practices, which positively affect brand equity and guest satisfaction. The study also uncovers
generational differences in the impact of sustainable practices on brand equity.
Originality of the research – This study contributes to the existing literature by highlighting
the strategic role of sustainability and IMC in the hotel industry, particularly in enhancing
brand equity and guest satisfaction. The examination of the moderating role of generational
cohorts provides new insights into the nuanced ways in which different age groups perceive
and value sustainability in their lodging choices. By doing so, it offers hotel managers a
valuable guide for tailoring their sustainability initiatives and marketing communications to
meet the diverse expectations of their guests, thereby achieving competitive advantages in a
rapidly changing environment.

Keywords

IMC, Sustainable practices, Brand equity, Satisfaction, Generational cohort, Hotels

Hrčak ID:

327386

URI

https://hrcak.srce.hr/327386

Publication date:

31.1.2025.

Visits: 27 *

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